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MSC Cruises and Salesforce headline quartet of F1 additions

(Photo by Clive Mason/Getty Images)

Formula 1 has added at least $78.5m (€72.1) in sponsorship portfolio value via four new deals announced over the last two months, SportBusiness understands.

Headlining the quartet of deals were agreements with MSC Cruises and software company Salesforce, both of which joined F1’s top-tier global partner level. Further down the portfolio, consumer electronics brand Lenovo joined at Official Partner level and Red Bull-owned clothing brand AlphaTauri became an Official Supplier.

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